Ford Motor Company U.S. Sales Decrease 6.9 Percent To 194,132 Units In February 2018

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Ford Motor Company reported 194,132 new vehicle deliveries for February 2018 in the U.S. market, a 6.9 percent decrease compared to February 2017. Sales decreased at both of the automaker’s brands – Ford and Lincoln.

Sales Summary - February 2018 - Ford Motor Company - USA

Sale TypeSalesSales Mix% Change YOY
Total194,132100.0%-6.9%
Retail123,07363.4%-8.5%
Fleet71,05936.6%-3.8%

“Our higher trim level vehicles are really resonating with our customers, who are looking for more content and technology than ever before,” said Mark LaNeve Ford vice president, U.S. Marketing, Sales and Service. “This is especially true of our trucks and SUVs. Our all-new Ford Expedition and Lincoln Navigator are moving fast, as we work to increase our output to keep up with our customers’ passion for these two vehicles.”

Ford Motor Company U.S. February 2018 Sales Notes

FoMoCo sales overview:

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Sales types:

  • Cumulative Ford Motor Company sales, which consist of Ford and Lincoln sales, decreased 6.9 percent to 194,132 units:
    • Retail sales decreased 8.5 percent to 123,073 vehicles, accounting for 63.4 percent of total Ford Motor Company February 2018 sales
    • Fleet sales, including daily rental, commercial and government segments, decreased 3.8 percent to 71,059 units, accounting for 36.6 percent of total Ford Motor Company February 2018 sales:
      • Daily rental deliveries accounted for 18.3 percent of total sales, an increase of 0.5 percentage points
      • Commercial deliveries accounted for 13 percent of total sales, an increase of 0.7 percentage points
      • Government deliveries accounted for 5.3 percent of total sales, flat on a year-over-year basis
    • Car sales decreased 12.1 percent to 44,498 units
    • SUV sales decreased 12.3 percent to 65,250 units
    • Truck sales increased 1.2 percent to 84,384 units

Average Transaction Prices (ATPs):

  • Overall transaction prices were $36,200 for the month, compared to $32,200 for the industry
  • Transaction prices increased $2,100, the highest transaction pricing of any full-line automaker
  • Incentive spending decreased about $80 compared to last year

Inventory:

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  • February month-end inventory on a gross stock level, which includes in-transit and dealer stock, was 717,561 units for an 89 days supply, representing:
    • An increase of 35,369 units from the 682,192 units at the end of January 2018
    • A decrease of 17 days from the 106 days supply at the end of January 2018
    • An increase of 35,461 units from the 682,100 units at the end of February 2017
    • An increase of 10 days from the 89 days supply at the end of February 2017
  • February month-end inventory on the ground, which consists exclusively of vehicles in dealer stock, was 572,470 units for a 71 days supply, representing:
    • An increase of 14,896 units from the 557,574 units at the end of January 2018
    • A decrease of 16 days from the 87 days supply at the end of January 2018
    • A decrease of 1,687 units from the 574,157 units at the end of February 2017
    • An increase of 6 days from the 66 days supply at the end of February 2017

Ford sales decreased 6.1 percent to 187,432 units:

  • Ford C-Max sales decreased 35.29 percent to 851 units
  • Ford E-Series sales decreased 10.26 percent to 3,604 units
  • Ford EcoSport sales totaled 2,300 units
    • Sales are climbing as more models become available at dealers
    • The model is turning in an average of 18 days
    • The vehicle seeing strong reception in large markets on the coasts, including Los Angeles, New York and Philadelphia
  • Ford Edge sales decreased 8.18 percent to 10,216 units
  • Ford Escape sales decreased 23.9 percent to 21,033 units
  • Ford Expedition sales decreased 26.21 percent to 4,358 units
    • Expedition retail sales increased 41.4 percent
    • Expedition fleet sales decreased 54.6 percent due to order timing
    • Expedition days-to-turn rate is 13 days
    • Platinum models represent 31 percent of sales, with transaction prices expanding $10,900 per vehicle.
    • A new $25 million investment brings Ford’s total investment at Kentucky Truck Plant where the Expedition is made to $925 million in order to increase SUV production
  • Ford Explorer sales decreased 5.43 percent to 18,106 units
  • Ford F-Series sales increased 3.47 percent to 68,243 units
    • The results represent the model’s 10th consecutive month of sales gains as well as its best February sales performance in 18 years
    • Continued strong demand for high series trucks along with a good mix of Crew Cab trucks lifted average transaction prices by $1,500 to $47,200 per truck, compared to $43,800 for the overall segment.
  • Ford Fiesta sales decreased 10.6 percent to 3,559 units
  • Ford Flex sales decreased 21.75 percent to 1,921 units
  • Ford Focus sales decreased 3.09 percent to 12,299 units
  • Ford Fusion sales increased 1.27 percent to 16,721 units
  • Ford GT sales increased 400 percent to 15 units
  • Ford Heavy Trucks sales decreased 21.11 percent to 770 units
  • Ford Mustang sales decreased 30.1 percent to 5,800 units
  • Ford Police Interceptor Sedan sales decreased 12.95 percent to 585 units
  • Ford Police Interceptor Utility sales increased 7.96 percent to 2,754 units
  • Ford Taurus sales decreased 36.88 percent to 2,530 units
  • Ford Transit sales decreased 6.57 percent to 9,666 units
  • Ford Transit Connect sales decreased 0.05 percent to 2,101 units

Lincoln sales decreased 23.4 percent to 6,700 units:

  • Lincoln Continental sales decreased 29.75 percent to 758 units
  • Lincoln MKC sales decreased 20.88 percent to 1,550 units
  • Lincoln MKT sales decreased 52.26 percent to 137 units
  • Lincoln MKX sales decreased 24.18 percent to 1,812 units
  • Lincoln MKZ sales decreased 33.46 percent to 1,380 units
  • Lincoln Navigator sales increased 13.33 percent to 1,063 units
    • Lincoln Navigator retail sales increased 60.1 percent, with customer sold orders outpacing supply
    • The all-new SUV is sitting on dealer lots for just 9 days on average and 6 for Black Label
    • Demand for Reserve and Black Label models is overwhelming, representing 85 percent of sales, providing Navigator with a $19,400 gain in transaction pricing for February
  • Lincoln transaction prices have grown $4,600 over the same time frame in 2017

In the first two months of 2018, Ford Motor Company sales decreased 6.76 percent to 355,275 units.

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Sales Results - February 2018 - USA - Ford

MODELFEB 2018 / FEB 2017FEBRUARY 2018FEBRUARY 2017YTD 2018 / YTD 2017 YTD 2018YTD 2017
C-MAX-35.29% 8511,315-20.65%1,794 2,261
E-SERIES-10.26% 3,6044,016+19.20%8,709 7,306
ECOSPORT* 2,300**2,800 *
EDGE-8.18% 10,21611,126-7.33%18,735 20,217
ESCAPE-23.90% 21,03327,637-17.10%39,980 48,225
EXPEDITION-26.21% 4,3585,906-21.80%7,797 9,970
EXPLORER-5.43% 18,10619,145-3.86%33,111 34,439
F-SERIES+3.47% 68,24365,956+2.61%127,180 123,951
FIESTA-10.60% 3,5593,981-2.94%7,334 7,556
FLEX-21.75% 1,9212,455-20.91%3,390 4,286
FOCUS-3.09% 12,29912,691-15.08%18,909 22,268
FUSION+1.27% 16,72116,512-15.47%27,073 32,027
GT+400.00% 153+733.33%25 3
HEAVY TRUCKS-21.11% 770976-37.47%1,502 2,402
MUSTANG-30.10% 5,8008,298-21.07%10,532 13,344
POLICE INTERCEPTOR SEDAN-12.95% 585672+5.07%1,285 1,223
POLICE INTERCEPTOR UTILITY+7.96% 2,7542,551+16.93%5,738 4,907
TAURUS-36.88% 2,5304,008-25.56%5,078 6,822
TRANSIT-6.57% 9,66610,346-5.18%17,178 18,116
TRANSIT CONNECT-0.05% 2,1012,102-4.40%4,015 4,200
FORD TOTAL-6.14% 187,432199,696-5.88%342,165 363,523

Sales Results - February 2018 - USA - Lincoln

MODELFEB 2018 / FEB 2017FEBRUARY 2018FEBRUARY 2017YTD 2018 / YTD 2017 YTD 2018YTD 2017
CONTINENTAL-29.75% 7581,079-29.96%1,573 2,246
MKC-20.88% 1,5501,959-24.26%2,747 3,627
MKT-52.26% 137287-52.47%260 547
MKX-24.18% 1,8122,390-31.87%3,623 5,318
MKZ-33.46% 1,3802,074-38.62%2,556 4,164
NAVIGATOR+13.33% 1,063938+47.86%2,351 1,590
LINCOLN TOTAL-23.38% 6,7008,744-25.21%13,110 17,529

Sales Results - February 2018 - USA - FMC Totals

BRANDFEB 2018 / FEB 2017FEBRUARY 2018FEBRUARY 2017YTD 2018 / YTD 2017 YTD 2018YTD 2017
FORD TOTAL-6.14% 187,432199,696-5.88%342,165 363,523
LINCOLN TOTAL-23.38% 6,7008,744-25.21%13,110 17,529
FMC USA TOTAL-6.86% 194,132208,440-6.76%355,275 381,052

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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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